The client wants to know if their social media campaign is working! They want to understand how social media marketing will meet their goals before they commit to a budget allocation for a “mythical campaign”. Social media marketing companies like other marketing agencies need to back their claims with statistics and provide metrics to prove effectiveness.
Granted, it is a relatively new game with the rules of engagement (sorry couldn’t resist it) still evolving, but there is a sizable number of reliable tools in form of plugins and apps that can be used in combination to measure different features of social media channels. There is no magic pill with one-tool-measure-all functionality yet and measurement is not esoteric like it would be, for say a PPC campaign, but social media experts can assemble a more or less effective group of measurement tools that best fits the business goals.